| Summary: | 碩士 === 國立中正大學 === 企業管理系行銷管理研究所 === 105 === Streaming has became the source of information for modern people because of its variety of themes and types of different streaming channels that create many viewers. The popularity of the mobile device allow streaming to fill the viewer's every short breaks, and streaming therefore become a great potential marketing tool. In this fast-changing era, observing and seizing market trends is the primary competency of marketers, so it is important to understand the streaming industry and further use streaming as marketing activities to make products exposed.
This study explores the relationships between cognition, emotion and impulsive behavior of viewers who watch the streaming of League of Legends by cognitive emotional theory (CET). First, measure the viewer's awareness of the cognition of streaming, including streaming attraction, streaming pleasure, streaming’s communication style, streaming’s interaction and viewing numbers, and whether these cognizances are related to the mood of the viewer, and finally the impulsive behavior of the viewer’s imlusive behaviors such as browsing the store, the urge to buy and impulse buying.
The results show that streaming attraction, streaming pleasure, streaming communication style, streaming interaction and viewing number will affect positive emotions, and positive emotions will lead to browsing behavior, browsing behavior will lead to the urge to buy. And negative emotions will both affect browsing behavior and the urge to buy, the urge to buy will then trigger viewer’s impules buying.
|
|---|
